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Measuring the Results

Lesson 24 from: Social Media Analytics

Sharon Lee Thony

Measuring the Results

Lesson 24 from: Social Media Analytics

Sharon Lee Thony

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Lesson Info

24. Measuring the Results

Lesson Info

Measuring the Results

the difference between paid social media and organic social media. When you're looking at results from paid social media, you're thinking about how effective you've been with a targeted approach to your communication, you've you're looking at the investment that you've made to guarantee placement to get in front of a desired audience. And you're also looking at the tactical results of that campaign, whether that be revenue or conversions or the desired action, maybe its website traffic, those are all things to track and measure for paid. There are also ways that you can measure the effectiveness of an organic social media initiative, anything unpaid. So some things that you'll gain from an organic social media strategy are earned media impressions. So that's your own community, engaging with your content, loving it so much and sharing it with your own networks. That's free publicity and free marketing on your behalf. And what you'll also gain is you'll gain an engaged community and a l...

oyal following, which is also worth a lot to a brand or business. Some ways to optimize and to measure organic results is to look at KPI S like engagement impressions, reach and follows. So a way to do that is to take a look at the content that has gotten the greatest number of impressions or reach or engagement and take a look at any themes that come out of that content, you'll probably notice that certain images do better than others or maybe specific content types do better whether it's blog posts versus videos, static image versus animated images. Every business will be different and every audience will be different. But those are the types of insights that you might want to glean from top performing foot posts. If you are working with your client to grow followers. Looking at which posts help to gain new followers is also quite important as well and always measuring shares because that's always a great indicator that people are not only enjoying your content for themselves, but they think it's valuable enough to share with their friends. Another way to look at organic content is looking at mentions and looking at hashtag usage, So who is mentioning your brand the most and when are they mentioning it? And when they do mention your brand, what are they saying about it? These are all things that you can get natively within certain platforms, twitter for example, tracks all of that. So every time your your brand name is mentioned, you'll see that on the dashboard, you'll also see the top mentions that you've had meaning it's the top tweet that someone may have tweeted about you and the amount of engagement that that specific tweet got you want to take a look at hashtags to see which hashtags that you've generated yourself has been used the most and when they are being used the most, maybe by whom and what you'll start to see is who your biggest fans are. So over time, you'll notice that certain accounts or certain people tend to talk about you, a lot of people that really love. you are going to be telling their networks about you and what are some ways that you can reward these people or to incentivize those same people to say more about you. These are all ways that you can help to generate more earned media impressions organically. And then finally, one of the best things that you can do with organic optimization is to take a look at the audience themselves. So any demographic information that you might have access to, whether it's job titles on linkedin lifestyle parameters on some of the other social media networks, regions or countries where people live. But anything you can use to gain some insights into who these people are and who your ideal audience is. Because another thing you can do with this is to use it to inform your paid efforts if you start to see that a certain sub segment of your demographic is responding really well to your content. Maybe it's worth creating a paid campaign just to that audience to experiment with how you can engage those people further and prospect for other people that are within that same age group as well, which then leads to optimizing your content strategy. So, using all of these insights will help you to leverage your organic content in ways that might benefit you in other ways. So one of the best practices that I've seen is taking organic content and testing it to figure out what pieces of those content should be used in a paid campaign, rather than just investing in a paid campaign at the outset and maybe testing versions within that paid campaign. Instead it's using your organic strategy or your unpaid strategy to put out several different versions or several different types of content, figuring out what works best for your audience and then leveraging that content into a page strategy to prospect for a new audience. Other things that you might want to take a look at two are when people are engaging with your posts. So what time of day, what day of the week? Maybe it's a seasonal thing. So if you tend to do really well right before the holidays or people just tend to engage with you the most on Saturdays. What types of insights can you then leverage into scheduling your content so that you're reaching people when they're going to be most active and most engaged on those platforms. And that's how you can take all the best practices and insights that you can glean from unpaid owned media, own channel efforts to be able to take that into some of your other marketing efforts and inform other parts of the strategy

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